SANTOS, Rodrigo ParronSoares, Anna Letícia da Cruz. Martins, Natalia dos Santos.2025-07-172025-07-172025-06-30SOARES, Anna Letícia da Cruz. MARTINS, Natalia dos Santos. A estratégia dos microinfluenciadores: como as marcas estão priorizando engajamento e autenticidade em detrimento do alcance. 40 f. Trabalho de Conclusão de Curso (Comunicação Social - Publicidade e Propaganda), Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/64522This study aims to analyze the impact that digital microinfluencers have had on the communication strategies of major brands. In recent years, digital marketing has played a central role in the campaigns of large companies, and in this context, microinfluencers have gained prominence due to their closer engagement with audiences and the perceived authenticity of their recommendations. The research adopted both qualitative and quantitative approaches, combining interviews with communication professionals from well-established companies and a survey with 218 respondents—mostly members of Generation Z, active on social media and familiar with influencer content. The results indicate that factors such as authenticity, trust, and relatable language are key to engagement and conversion in campaigns involving microinfluencers. The study seeks to understand the main reasons brands are opting for microinfluencers over macroinfluencers, as well as to measure the impact of this choice on campaign outcomes.pt-BRAttribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Microinfluenciadoresmarketing de influênciaautenticidadepublicidade digital.Micro-influencersInfluencer MarketingAuthenticityDdigital AdvertisingA estratégia dos microinfluenciadores: como as marcas estão priorizando engajamento e autenticidade em detrimento do alcancebachelorThesisCIENCIAS SOCIAIS APLICADAS::COMUNICACAO